Marketing Theory and Practice Tutorial

Author: Qu Guanyin
Publisher:
Publish Date: 2006-01-01
Features: This tutorial is divided into 10 chapters. Chapter 1 covers the key principles and concepts of marketing, serving as the foundational theory part. The second part focuses on market research and forecasting, emphasizing the training of research and forecasting methods. Chapter 3 explores environmental analysis methods and introduces the content of both macro and micro environments. Chapter 4 teaches how to analyze customer purchasing behavior. Chapter 5 covers the STP section of marketing, which includes market segmentation, target market selection, and positioning. The following Chapters 6, 7, 8, and 9 focus on and train marketing mix, namely product strategy, pricing strategy, distribution strategy, and promotion strategy. Chapter 10 covers and trains marketing strategy planning and writing marketing plans. Each chapter includes both theory and practical training, forming a self-contained system. This tutorial strives to achieve a perfect combination of theory and practice. The theoretical explanations are concise and straightforward, primarily relying on numerous "case studies" and "classroom reflections" to deepen understanding. The practical section includes two parts: "Case Discussion" and "Application and Planning." "Case Discussion" emphasizes learning from the experiences and lessons of enterprises, while also honing problem-analysis skills. "Application and Planning" focuses on training the ability to apply theories to explain problems and develop solution plans. This tutorial is particularly suitable as a textbook for management and business majors in vocational and technical colleges, as well as an indispensable reference book for marketing professionals.